"Subject lines should be less than 50 characters, and that includes spaces," Cates says. The very best subject lines-the ones that get opened the most every time-are the ones that tell exactly what's in the email. Turnbull agrees that good subject lines should be as brief as possible, accurately reflect what is inside and motivate the recipient to open the message. "Ask yourself if this subject would stand out if it was one of the dozens of unread emails in your inbox," he says.
5. Write Like a Human
Remember that your email subscribers are people too, so don't be afraid to let your personality show. Good writing really matters in marketing, and one of the email marketing tips Cates says can really make a difference in connecting with customers is to write like a human. "Drop all the marketing and sales-speak. Just like social media, one of the great things about email is that it has allowed businesses to speak in a more casual voice with their customers and fans. This means you can be funny and loose in the ways you get your messages across," he explains. "Write to your readers like they're people, not customers or subscribers, because that's exactly what they are."
6. Brand With a Clear Call-To-Action
"Ensure the content in the body of the email is well-branded, contains relevant content and has clear and compelling call-to-action links that are evident early on in the email-above the fold," Turnbull says. "These important links should always be tracked, so those [who] click through (or not) can be potentially targeted in the future."
7. Be Mobile Aware
Econsultancy Research Manager Aliya Zaidi says email is no longer just on a computer-it's also mobile content on smartphones and iPads. As a result, Zaidi's email marketing tips include being aware of how your message is delivered and displayed on different mobile devices. "Think about touchscreens and how you can optimize an email to improve this part of the customer experience," Zaidi says. For some, mobile is read offline, which limits real-time offers in the content, she says. On the other hand, mobile does let you do some things better, such as target by location.
8. Send the Right Message to the Right Person